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Kongruenz in der Crossmedia-Kommunikation
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Forschungsergebnisse zeigen, dass Crossmedia-Kommunikation im Vergleich zu monomedialen Kampagnen eine hhere Werbewirkung erzielen kann. Wichtige Einflussfaktoren stellen hierbei die inhaltliche und formale Ausgestaltung sowie der Grad der Integration also die Kongruenz der Werbemittel dar. Christina Beyer untersucht die Wirkung von inhaltlicher sowie formaler (In-)Kongruenz auf den Werbeerfolg und leitet Implikationen fr die Kommunikationspolitik ab. Eine Inhaltsanalyse von Online- und Offline-Werbung sowie ein experimenteller Versuchsaufbau liefern die methodischen Grundlagen.
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